Collaborative Industrial Marketing (B2B) Strategies In The Event Of COVID 19 (Collaborative Competition: Concepts And Recommendations)

Although collaboration (simultaneous collaboration and competition) can have a positive impact on company performance, it is unclear how these industrial marketing strategies are implemented on a large scale in an emergency. Therefore, this paper examines how organizations use collaborative competition to cope with the coronavirus (COVID-91) epidemic, using resourcebased theory and relational perspectives. Key examples include online stores, pharmaceutical companies working together to produce vaccines, technology giants working together for more profit, and charities forming alliances to create a common goal. . This article reinforces the existing literature by highlighting the heterogeneity of collaboration strategies that companies may face in a global crisis. Industry actors must balance the risks and benefits of collaborative activities. They must also decide whether to continue to work with their competitors after the end of the epidemic or to continue to operate on the basis of individual business models. This article concludes with some future research guidelines.